The Influence Of Alcohol Consumption Upgrading Motivation On Consumption Substitution Behavior From The Perspective Of Intergenerational Difference

In recent years,the overall level of consumption of Chinese residents is improving,and consumption upgrading is accelerating.The structure of consumption,the mode of consumption and the concept consumption are presenting new characteristics,among which the wine market changes obviously and shows a strong upgrading trend.At the same time,the changes of wine market also bring a series of consumption substitution behaviors of consumers,and consumers show a significant substitution trend in terms of consumption content.As a hot word,consumption upgrading has been paid more attention by scholars.However,most previous studies focused on exploring the current situation of China's consumption upgrading from the macro level,and from the perspective of consumers,there were few discussions on specific consumer goods.Therefore,this study discusses the consumption upgrading from the micro level and sets up the wine industry.Based on the research idea of "consumption upgrading motivation--consumption upgrading behavior",this study establishes the consumption substitution model and explores the influence mechanism of alcohol consumption substitution behavior.Firstly,this paper systematically reviewed the consumption motivation theory,consumer behavior theory,and the consumption upgrade,the upgrading of consumption motives and replacement of relevant literature,constructs the research model,put forward the research hypothesis,through an investigation,and fix the questionnaire.Under formal investigation,the reliability and validity analysis firstly,then by frequency analysis method,cross table analysis of alcohol consumption to replace general characteristics,test the differences of demographic variables on the consumption replace intend.Finally,the paper uses structural equation model and multi-group analysis to carry out empirical research and verify the research hypothesis.There are six chapters in this paper,and the research contents are as follows: Chapter 1 expounds the research background of this paper,that is,the trend of alcohol consumption under consumption upgrading and the status quo of alcohol consumption substitution,and the research significance,research content and innovation of this paper are proposed.Chapter 2 reviews the relevant theoretical basis and literature,sorts out the dimensions of alcohol consumption upgrading motivation and consumption substitution behavior,and further define each variable.Based on the theory and literature.Chapter 3 constructs the alcohol consumption substitution model and puts forward the hypothesis.Chapter 4 determins the research object and investigation method,and carries on the research design.Chapter 5 tests the reliability and validity of the data,conducts descriptive statistical analysis on the samples,and then gets the research results.Chapter 6 further summarizes and analyzes the research conclusions,puts forward policy recommendations,management recommendations and future research direction.The research conclusions are as follows:(1)With the consumption upgrading,the selection of alcohol shows a trend of high-end and healthy.Different generations of consumers have great differences in the selection of categories,and the consumption of alcohol is more diversified.In addition,personal annual disposable income and alcohol consumption years have a significant impact on the selection of brand,while personal annual disposable income,alcohol consumption years and gender have a significant impact on the selection of category.(2)Under the consumption upgrading,consumers show more significant consumption substitution behaviors.Personal annual disposable income and alcohol consumption years also have a significant impact on brand conversion or category substitution of consumers.However,there is no significant difference in consumer substitution behavior among consumers of different ages.From the average point of view,the score of consumer substitution behavior of post-90 s is significantly higher than that of other consumers.(3)Among the influences of consumption upgrading motivation on substitution behavior,social needs motivation,identity motivation and conformity pressure motivation all have significant influences on brand switching,while healthy life motivation,identity motivation and self-pleasing motivation all have significant influences on category substitution.The attitude of consumption substitution plays an intermediary role between the motivation of consumption upgrading and the behavior of consumption substitution.(4)Generation moderates the model.There are differences in the influence of consumers' consumption upgrading motivation on consumption substitution attitude and consumption substitution behavior as well as the influence of consumption substitution attitude on consumption substitution behavior among diffenent generations of consumers.As for the attitude and behavior of consumption substitution,the post-60 s consumers are mainly driven by identity motivation and healthy life motivation,the post-70 s consumers are mainly driven by social needs and self-pleasing motivation,the post-80 s consumers are mainly driven by healthy life,identity and self-pleasing motivation,and the post-90 s consumers are mainly driven by self-pleasing motivation,conformity pressure and social needs motivation.And this paper puts forward the following management suggestions:(1)Alcohol enterprises need to develop effective marketing strategies,actively promote category innovation and quality upgrading,and enhance product competitiveness.(2)To explore the different needs of consumers in different generations and meet their different consumption upgrade needs.(3)The enterprise should conform to the intergenerational development,define their target audience,analyze the needs of these segmented groups,and establish accurate user portraits.